Hi Everyone,
I have put this off as long as possible, but the time has come for me to raise my prices.
As you know, my prices have always been substantially lower than other guitars of similar quality. While my costs have increased, I have not had a price increase in a year and a half. I had intended to raise prices at the beginning of the year, but decided to put it off as long as possible because of doubts about the economy. I have always tried to give my customers the best guitar I can build at a very reasonable price.
Today, I have no choice but to align my prices so that they accurately reflect the quality and the production costs of my guitars.
While raising these prices, I have changed my specifications to include 5A Western Curly Maple and Master Grade Sitka, which were previously extra cost options on the models that call for them. I did this because our customers overwhelmingly chose those options. It greatly simplifies the process of choosing, buying, and sorting wood for my guitars if I offer only the best I can get. I believe my customers deserve no less.
Please know that this price increase will allow me to continue to make the best guitars that I know how to make, and I look forward to many years of bringing you not only the guitars you have seen, but several new models that I hope you will like even more.
With all my gratitude,
Chuck
June 13th, 2010 at 8:27 pm
I just want to add to Chuck’s post that, as you know from the Gear Page, we will be working with Cliff of Destroy All Guitars. While we will be paying Cliff a commission, and that certainly plays a part in this price increase, the majority of this increase has been in the works for some time. Chuck, Cliff and I have been comparing our guitars to other guitars with the same build, ergonomic and tonal qualities, and we are still priced towards the low end of that range.
In addition to figuring in 5A and master grade woods, as Chuck explained above, the increase has been approximately 20% on the semi-hollowbodies and 10% on solidbodies. The price of the Legend was decided upon before we started talking to Cliff and hasn’t changed.
Happily, we were able to hold the line on a number of our option prices, including most of our inlays and gold hardware.
It was a hard decision to make, as we recognize that it will be harder for our customers, our friends, to purchase our guitars, but we have no choice, and we believe that the new prices are still very fair.
I hope, as does Chuck, that you will understand and continue to support us.
With my deepest thanks,
Rich
June 13th, 2010 at 10:35 pm
Chuck & Rich: It was inevitable, I’m sure. It’s been 3 1/2 years since I bought my first CPT, & I’ve told everyone that has played and admired mine that they were the finest guitar value on the planet. Over the past 46 years I’ve owned several guitars that cost quite a bit more than my CPTs, but they didn’t measure up in overall workmanship, woods, playability, etc. I’ve played [but did not buy] several that cost over twice as much and backed off because they didn’t impress me enough. I decided a few years back that I would own THE guitar I wanted to own – regardless of cost or sacrifice. I was even willing to postpone retirement, if necessary. So, I started my search for THE guitar. I spent a lot of time in guitar shows and at BIG guitar stores like Buffalo Brothers, Sam Ash [NYC & L.A.], Guitar Center, Elderly Instruments, etc. I’ve come away with PRSs, Gibsons, G&Ls, Fenders, Heritages, D’Angelicos, Ibanez’s…. I’m talking moderate & high end stuff. Custom Shop stuff. My search ended in 2007, the day I got Elite #62 based on a friend’s recommendation. He had actually ordered it as his second CPT – for himself. He told me to play it and if I wanted it, I could buy it and he’d order another. And if NOT the finest guitar I’d ever touched, just hand it over to him since he’d already paid for it. After a short test drive, I knew I had found the guitar I’d been serarching for. When he told me the price, I was stunned. I expected the price to be at least twice as much. I had to meet the genius who built it, so my friend and I flew to meet Chuck. While there, I was introduced to the in-process Blues Queen #92, which I was shocked to find cost even less than the Elite. She became my second CPT jewel.
Since my first purchase you’ve had only one price increase. You have been making underpriced guitars from the start, and you have earned the right to charge ANY price that reflects the quality and value of your product. Every publisher who has evaluated your guitars sings your praises as loudly as we owners do. Some are on record stating that they are greatly underpriced. Look, in 1962 I passed up a used Stratocastester because I was a college student and a couple hundred dollars for that quitar seemed outrageous. If I’d gotten it, I could get more for it right now than I paid for my first house.
Your guitars are worth whatever they cost. Period. I consider myself fortunate to have purchased them BEFORE they became such a brilliant investment. Chuck’s hours, days, and months of guitar design genius as well as the years put in to master the craft of guitar building are behind these masterpieces we own and treasure. Chuck has paid his tuition to be where he is; now he deserves to be paid appropriately for his contributions to the world of music. I personally consider this new direction and price re-structuring to be a giant step towards putting Chuck and the entire CPT product line in their rightful place in guitar history.
Chuck, I salute you and Rich for having the courage AND VISION to do what rightfully needed to be done. We current owners were fortunate enough to get our CPTs at “bargain” prices, and your bold move forward is leaving us with wonderful instruments that are now worth more than we paid for them. The high-end builders better head for the hills or back to the drawing board, ’cause there’s a new sheriff in town – Sheriff Chuck Thornton. He’s bringing justice to the land by raising the bar of excellence in work integrity, innovation, and quality. And he’s got a whole fan club full of deputies who appreciate him and will follow him anywhere.
It’s new territory, Sheriff Thornton…… let’s go clean house!!
Jay
June 14th, 2010 at 1:34 pm
I am blessed enough to have stumbled on Cp Thornton Guitars two years ago.
When I ordered my Professional model guitar I was not fully aware of what I was about to receive.
One of the best moves I made besides ordering from Chuck was picking that first guitar up in person.
Once I was able to realize the full breadth of Chucks custom builds, sit with the man and have some very quality time I then realized that this was so to speak my pot of gold at the end of the guitar rainbow.
I am not a good musician but I do know a Master Artisan/Craftsman when I see them and their works.
To me these guitar builds are just as much art as function. Let me mention the Blues Queen #231 I just picked up.
This is an example of a stunning piece of art work. Simple in one form but as elegant as the best crystal yet totally functional in every sense of the word, and when I run my hands over it, like crystal boy does it ring. The attention to detail on this guitar is amazing and the end result is a masterful instrument to play and to behold.
I also feel and have stated to Chuck and even mentioned in posts to the Gearpage as well as other forums, that Chucks pricing for what a person receives was a steal not just a bargain. Even with the well deserved price increase these creations of Chucks are still a bargain. I feel very emphatic that what Chuck is offering are Masterful instruments at non-masterful price lines. I believe this partener ship is a wise move for Cp Thornton Guitars and that Chuck is finally going to get the well deserved respect for his designs, creativeness, and his skills.
I for one am most thankful that I am able to have the Cp Thornoton instruments that I now own. Every piece has it’s own voice so if I could play them all at once then it would be a very nice choir indeed. Of course I think Jay has something close to the Mormon Tabernacle Choir :-)
I agree with Jay and also salute you for the courage and vision to move to the next level.
Best wishes to all at CPT Guitars.
Lou D.
June 19th, 2010 at 7:52 am
I know you put this off as much as you could, to the point of making personal sacrifices so more of us could enjoy your great guitars. To me that speaks volumes to your commitment to us customers. This small price increase way overdue. You work to hard & your guitars / the tone woods, your knowledge / talent etc… well your guitars are still a bargain.
July 1st, 2010 at 6:32 am
I have been in the process of deciding which CPT guitar would be right for me for a few months now. I make big purchases slowly. I have absolutely no issue with the price increase. The look, sound, and feel of the guitars I was able to try out at Chuck’s shop was second to none. My next guitar purchase will still be, without question, a CPThornton.